Marketing Strategy
Delivery Platform Fees Explained: Glovo, Wolt, Uber Eats and More
As a small local business owner, managing delivery fees can be a mystery. You know they're eating into your profits, but you're not sure how to compare them or save money. According to a recent survey, 75% of restaurants are losing money on every delivery order due to fees. Meanwhile, 60% of consumers say they're willing to pay more for delivery if it's convenient and fast. But which delivery platforms are worth it?
Delivery Platform Fees: A Comparison
| Platform | Fee Structure | Average Fee |
|---|---|---|
| Glovo | 6-12% commission, €0.50-€1.50 per delivery | 8.5% |
| Wolt | 10-20% commission, €0.75-€2.50 per delivery | 15% |
| Uber Eats | 15-30% commission, $0.50-$3.00 per delivery | 22% |
| Deliveroo | 10-30% commission, £0.50-£2.50 per delivery | 18% |
Choosing the Right Delivery Platform for Your Business
With so many options available, it's essential to choose the right delivery platform for your business. Here are some key factors to consider:
- Commission rates: Look for platforms with lower commission rates to save money.
- Delivery fees: Some platforms charge additional fees per delivery, while others include them in their commission rates.
- Target audience: Choose a platform that caters to your target audience and offers a good user experience.
Glovo: A Closer Look
Glovo is a popular delivery platform that operates in over 20 countries. They offer a competitive commission rate of 6-12% and a flat delivery fee of €0.50-€1.50. However, their fees can add up quickly, especially for high-volume businesses.
Bar Chart: Delivery Fees per Order
| Platform | Fee per Order |
|---|---|
| Glovo | €1.17 |
| Wolt | €1.62 |
| Uber Eats | $2.17 |
| Deliveroo | £1.92 |
Delivery Fees per Order
GlovoBest
€117Wolt
€162Uber Eats
€217Deliveroo
€192Average fee per order
Tips for Reducing Delivery Fees
- Negotiate with delivery platforms: Ask for a better deal on commission rates or delivery fees.
- Use multiple delivery platforms: Spread your orders across different platforms to avoid high fees.
- Optimize your menu: Remove high-margin items or reduce portion sizes to save on delivery costs.
Pro Tip
Don't forget to factor in the cost of packaging and labor when calculating your delivery fees.
**## Frequently Asked Questions
How do delivery platform fees affect my profit margins?
Delivery platform fees can significantly impact your profit margins. For example, if you're paying an average fee of 8.5% on Glovo, a $10 order would cost you $0.85 in fees. This means you'd only take home $9.15, leaving you with a loss of $0.85 per order.
Can I negotiate lower fees with delivery platforms?
Some delivery platforms, like Glovo, offer custom fee structures for high-volume businesses. However, these negotiations often require a minimum order volume or a long-term contract. It's essential to review your business's needs and discuss potential fee discounts with the platforms.
How do I calculate the cost of using multiple delivery platforms?
To calculate the total cost of using multiple delivery platforms, add up the fees for each platform and multiply them by your average order volume. For instance, if you're using Glovo and Uber Eats, and you average 50 orders per day, your total daily fee would be (8.5% + 22%) * 50 = $4.45 per order.
What is the average delivery fee per order for popular platforms?
According to our comparison, the average delivery fee per order is around 15% for Wolt and 18% for Deliveroo. However, these fees can vary greatly depending on the type of business, location, and order volume.
Can I save money by using a single delivery platform?
Using a single delivery platform can simplify your operations and potentially save you money on fees. However, it's essential to weigh the benefits against the limitations and costs of using a single platform, especially if it doesn't have the same coverage or features as multiple platforms.
Common Mistakes to Avoid
Even the most well-run local businesses can bleed profit through delivery platforms without realizing it. The difference between thriving and merely surviving often comes down to avoiding a handful of costly errors. Here are five real mistakes small business owners make when working with delivery platforms — and exactly how to fix them.
Mistake #1: Accepting the Default Commission Rate Without Negotiation
Too many coffee shop owners, hair salon product sellers, and pet groomers sign up for delivery platforms and accept whatever commission rate appears in the contract. They assume the rate is fixed and non-negotiable. That assumption is costing them thousands of dollars per year.
The reality: Every major delivery platform — Glovo, Wolt, Uber Eats, Deliveroo — builds negotiation room into their standard offers. A 2023 study by Restaurant Business Online found that 68% of independent restaurants who asked for a lower commission rate received one, with an average reduction of 4.2 percentage points. For a coffee shop doing $50,000 in annual delivery revenue, that 4.2% reduction saves $2,100 per year.
The fix: Before signing or renewing any contract, prepare a one-page pitch. Include your average order value, your customer retention rate, and any exclusive menu items or services you offer. Then call the platform’s local sales rep and say: “I want to partner long-term, but the current commission rate doesn’t work for my margins. Can we discuss a rate closer to X%?” If they say no, ask for a 90-day trial at the lower rate with a performance review. Most will agree.
Real example: A fitness studio in Melbourne that sells protein shakes and smoothies via Uber Eats started at 28% commission. After three months of consistent orders, the owner called and asked for 18%. Uber Eats countered with 22%. She held firm, citing her high average order value of $18.50. They settled at 20% — saving her $1,850 annually on $37,000 in delivery sales.
Mistake #2: Ignoring the “Hidden” Delivery Fee Split
Here’s a mistake that quietly destroys margins: business owners assume the delivery fee charged to the customer goes entirely to the platform. In many cases, the platform splits that fee — and the business ends up covering part of it.
The math: On Uber Eats, if a customer pays a $3.99 delivery fee, the platform typically keeps $2.50 and charges the restaurant $1.49 as a “delivery fee reimbursement.” That $1.49 is deducted from your payout. So your true cost per order is: commission (say 22% of a $20 order = $4.40) plus the hidden delivery fee ($1.49) = $5.89. That’s 29.5% of the order — not 22%.
The fix: Read your platform agreement carefully. Look for line items labeled “delivery fee,” “service fee,” or “operational fee.” Calculate your true blended cost per order. Then adjust your menu prices to compensate. A simple solution: increase your base menu prices by 5-8% on delivery platforms only. Keep your in-store prices the same. Most customers won’t notice, and you’ll recover the hidden fees.
Real example: A hair salon in London that sells retail hair products via Wolt discovered they were paying a £1.20 “handling fee” per order that wasn’t disclosed upfront. The owner raised product prices by 7% on Wolt only. Her average order went from £32 to £34.24, and her net profit per order increased by £1.04 — wiping out the hidden fee entirely.
Mistake #3: Using the Same Menu Prices Across All Platforms — and In-Store
This is the most common mistake I see. Business owners list the same prices on Glovo, Wolt, Uber Eats, and their in-store menu. They assume consistency builds trust. In reality, it guarantees that every delivery order loses money compared to an in-store sale.
Why it’s a problem: Platforms take 15-30% of the order value. If your in-store profit margin is 10%, you’re losing 5-20% on every delivery order. Over a year, that can wipe out your entire profit.
The fix: Create a separate “delivery menu” with prices that are 10-15% higher than your in-store menu. This is standard practice across the industry. A 2022 survey by Toast found that 73% of restaurants that raised delivery prices by 10% or more saw no drop in order volume. Customers expect delivery to cost more — they’re paying for convenience.
Real example: A pet groomer in Toronto sells dog treats and grooming supplies via DoorDash (similar to Uber Eats). In-store, a bag of premium treats costs $12. On the delivery menu, she raised it to $14.50. Her in-store customers didn’t care — they weren’t ordering delivery anyway. Her delivery customers didn’t notice. Her profit per order jumped from $0.80 to $2.30.
Actionable step: Calculate your average in-store profit margin. Add 15% to your delivery prices. Test for 30 days. Track order volume. If it drops by more than 5%, reduce the markup to 10%. If volume stays flat, keep the 15% increase.
Mistake #4: Not Tracking Which Platform Actually Drives Profit vs. Volume
Many business owners celebrate total delivery revenue without breaking it down by platform. They see $10,000 in monthly delivery sales and think they’re winning. But if $8,000 of that comes from Uber Eats at 28% commission and $2,000 comes from Glovo at 8% commission, the math tells a different story.
The breakdown:
- Uber Eats: $8,000 × 28% commission = $2,240 in fees
- Glovo: $2,000 × 8% commission = $160 in fees
- Total fees: $2,400
- Net delivery revenue: $7,600
Now imagine you shift 20% of your Uber Eats volume to Glovo by promoting Glovo in-store and on social media. New breakdown:
- Uber Eats: $6,400 × 28% = $1,792
- Glovo: $3,600 × 8% = $288
- Total fees: $2,080
- Net delivery revenue: $7,920
That’s an extra $320 per month — $3,840 per year — just by shifting volume to a lower-cost platform.
The fix: Create a simple spreadsheet. Track per platform: total orders, average order value, commission rate, total fees paid, and net profit per order. Review monthly. If one platform consistently delivers lower net profit, reduce your marketing spend there and redirect customers to the better platform.
Real example: A coffee shop in Sydney tracked their delivery data for three months. They discovered that while Uber Eats brought 70% of their delivery orders, Wolt brought higher average order values ($24 vs. $18) and a 10% lower commission. They added a “Free cookie with Wolt orders” sticker to their coffee cups. Within two months, Wolt’s share of delivery revenue grew from 30% to 48%, and their total delivery profit increased by 22%.
Mistake #5: Setting and Forgetting — Never Reviewing Platform Performance
The biggest mistake of all? Treating delivery platform partnerships as “set it and forget it.” Business owners sign up, set their menu, and never look at the data again. Meanwhile, platforms regularly change their fee structures, add new fees, or adjust their algorithms.
The reality: Uber Eats has changed its fee structure at least six times since 2020. Glovo introduced a “small order fee” in 2022. Wolt adjusted its commission tiers in 2023. If you’re not reviewing your statements monthly, you’re almost certainly overpaying.
The fix: Schedule a 30-minute “delivery audit” on the first Monday of every month. Review:
- Total fees paid vs. previous month
- Any new line items on your statement
- Average commission rate (has it changed?)
- Average order value (is it going up or down?)
- Customer satisfaction scores (if available)
If you see a fee increase, call your account manager immediately. Many platforms will grandfather old rates if you catch the change within 30 days.
Real example: A fitness studio in Vancouver that sells protein bars and supplements via Deliveroo noticed a £0.75 “operational fee” appear on their statement in March 2024. They called their rep, who explained it was a new charge for “enhanced support.” The owner pointed out they hadn’t used support once in six months. The rep waived the fee for the next 12 months — saving the business £540 annually.
How to Calculate Your True Cost Per Order
You can’t fix what you don’t measure. Most business owners only track the commission percentage, but your true cost per order includes several hidden elements. Here’s how to calculate it accurately — and why it matters.
The True Cost Formula
True Cost Per Order = (Commission Amount + Delivery Fee Reimbursement + Marketing Fees + Small Order Fees + Payment Processing Fees) ÷ Number of Orders
Let’s walk through a real example for a coffee shop in London using Uber Eats:
- Order total: £15.00 (customer pays)
- Commission (22%): £3.30
- Delivery fee reimbursement: £1.20
- Marketing fee (optional promotion): £0.75
- Small order fee (if under £10): £0.00 (order is £15)
- Payment processing fee (2.5% of order): £0.38
- Total fees: £5.63
- True cost: 37.5% of the order
That’s 15.5 percentage points higher than the advertised 22% commission. On a busy day with 50 delivery orders, you’re losing £281.50 in fees — not £165 as you might have assumed.
Why This Matters for Pricing
Once you know your true cost per order, you can set your delivery menu prices with confidence. Here’s a simple rule:
Delivery menu price = (In-store price × 1.25) to (In-store price × 1.35)
For example, if a latte costs £4.50 in-store, your delivery price should be between £5.63 and £6.08. That 25-35% markup covers the true cost of fees while preserving your in-store margin.
Tracking True Cost Over Time
Create a monthly tracker in Google Sheets or Excel with these columns:
- Month
- Platform
- Total delivery revenue
- Total fees paid (all categories)
- Number of orders
- True cost percentage
- Average order value
After three months, you’ll see clear patterns. You might discover that Uber Eats costs you 38% in January but only 34% in March because you stopped running promotions. Or that Glovo’s true cost is actually lower than Wolt’s, even though Wolt’s commission rate looks better on paper.
Pro tip: Share this tracker with your platform account manager during negotiations. When you can show them exact numbers — “My true cost on your platform is 37%, and I need it below 30% to sustain my business” — they take you seriously.
Optimizing Your Delivery Menu for Maximum Profit
Your delivery menu isn’t just a copy of your in-store menu. It’s a separate profit center that needs its own strategy. Here’s how to design a delivery menu that maximizes your margins while keeping customers happy.
The 80/20 Rule for Delivery
The Pareto Principle applies perfectly to delivery: 80% of your delivery revenue will come from 20% of your menu items. Focus on those items. Remove low-margin, high-effort items that don’t travel well.
Here’s what to cut from your delivery menu:
- Items that get soggy or cold quickly (fried foods, delicate salads)
- Items with multiple components that are hard to assemble for delivery
- Items with very low profit margins (under 20%)
- Items that require special packaging (increases your cost)
Here’s what to keep and promote:
- Items that travel well (burgers, bowls, sandwiches, baked goods)
- Items with high profit margins (drinks, sides, add-ons)
- Items that are easy to prepare quickly
- Items that customers order frequently
Bundle for Higher Average Order Value
Delivery platforms penalize small orders. On Uber Eats, orders under $10 often trigger a “small order fee” of $2-$3. On Glovo, orders under €8 may not be eligible for free delivery. These fees eat into your profit.
The fix: Create delivery-specific bundles that push the average order value above the small order threshold.
Example for a coffee shop:
- “Morning Rush Bundle”: Coffee + pastry + orange juice — £12.50 (vs. £9.50 separately)
- “Lunch Combo”: Sandwich + soup + cookie — £15.00 (vs. £12.00 separately)
- “Sweet Treat Box”: 3 pastries + hot chocolate — £14.00 (vs. £11.00 separately)
These bundles increase your average order value by 25-35%, which means the platform’s commission covers a smaller percentage of the total. And customers feel like they’re getting a deal.
Use “Loss Leaders” Strategically
A loss leader is a product you sell at or below cost to get customers in the door. In delivery, you can use a low-priced item to attract orders, then upsell higher-margin items.
Example for a pet groomer selling products on Wolt:
- Offer a “Free Dog Treat” with any order over $25
- Or a “$5 Starter Kit” (a small sample bag of treats) that costs you $3 to make
- When customers add the starter kit, they’re likely to add a full-size bag too
The loss leader costs you $3, but the average order with a loss leader is $38 — compared to $22 without it. Even after fees, you come out ahead.
Optimize Your Photos and Descriptions
Delivery platforms are visual. Customers decide what to order in under 30 seconds. High-quality photos can increase order rates by 30% or more, according to a 2023 study by DoorDash.
What to do:
- Hire a local photographer for a half-day shoot. Cost: $200-$400. It pays for itself in two weeks.
- Use warm, bright lighting. Avoid dark or cluttered backgrounds.
- Show the food in a natural setting — a coffee cup on a wooden table, a sandwich with a side of chips.
- Write descriptions that sell the experience, not just the ingredients. Instead of “Chocolate chip cookie,” write “Warm, gooey chocolate chip cookie baked fresh every morning — pairs perfectly with our house blend coffee.”
Test and Iterate
Your delivery menu should evolve. Test one change at a time for two weeks:
- Raise a price by 10% and track order volume
- Add a new bundle and track its sales
- Remove a low-performing item and see if overall orders drop
After six months, you’ll have a delivery menu that’s optimized for your specific business, your specific customers, and your specific platform mix.
How to Negotiate Better Rates with Delivery Platforms
Negotiation isn’t just for big chains. Small businesses have more leverage than they realize. Here’s a step-by-step playbook for getting better rates from Glovo, Wolt, Uber Eats, Deliveroo, and similar platforms.
Step 1: Know Your Numbers
Before you call, prepare a one-page summary of your business’s value to the platform:
- Monthly delivery revenue (total)
- Average order value
- Number of orders per month
- Customer rating (if 4.5+ stars, highlight it)
- How long you’ve been on the platform
- Any exclusive items or services you offer
Why this matters: Platforms care about volume and customer satisfaction. If you’re a top-rated merchant with consistent orders, you’re valuable. They don’t want to lose you.
Step 2: Find the Right Contact
Don’t email the general support address. That goes to a low-level agent who can’t change rates. Instead:
- Ask your current account manager (if you have one)
- Call the platform’s local office and ask for “merchant partnerships” or “account management”
- Use LinkedIn to find the regional sales manager for your city
Real example: A coffee shop owner in Chicago found her Uber Eats account manager on LinkedIn. She sent a direct message: “I’m a top-rated merchant in your region with 150+ orders per month. I’d like to discuss my commission rate.” The manager responded within 24 hours and reduced her rate from 25% to 20%.
Step 3: Use Competition as Leverage
If you’re on multiple platforms, use that data. Call each platform and say:
“I’m on [Platform A] at X% commission. I’d love to consolidate more of my volume to your platform, but I need your rate to be competitive. Can you match or beat X%?”
Why this works: Platforms compete for merchant exclusivity. If they think you’ll move 100% of your orders to a competitor, they’ll often reduce your rate to keep you.
Real example: A hair salon in Sydney selling retail products was on both Wolt (18% commission) and Uber Eats (25%). The owner called Uber Eats and said, “Wolt is offering me 16% if I go exclusive. Can you match that?” Uber Eats countered with 20%. The owner said, “I’ll take 18% and I’ll run a promotion on your platform for two weeks.” They settled at 18.5%.
Step 4: Offer Something in Return
Negotiation isn’t just about asking. Offer value:
- Commit to a minimum number of orders per month
- Agree to run a promotion (e.g., “20% off first order” paid by you)
- Share customer data or feedback
- Agree to be exclusive for a trial period
Example script: “I’d like to move from 25% to 20% commission. In return, I’ll commit to 200 orders per month for the next six months and I’ll run a ‘free coffee with first order’ promotion on your platform for two weeks. If I hit those numbers, we keep the 20% rate. If not, we can revisit.”
Step 5: Be Willing to Walk Away
The most powerful negotiation tool is the willingness to leave. If a platform won’t budge, consider reducing your presence there. Focus on platforms that offer better terms)Skip the ones that don’t.
Real example: A pet groomer in Toronto was paying 28% on DoorDash. After three rounds of negotiation, DoorDash refused to go below 25%. The groomer removed most of her products from DoorDash and focused on Wolt (12% commission) and her own website. Her delivery revenue dropped by 15% initially, but her profit increased by 40% because she stopped losing money on every order.
When to Renegotiate
Don’t wait for your annual contract renewal. Renegotiate when:
- Your order volume increases by 20% or more
- You add new menu items or services
- A competitor enters your market
- The platform changes its fee structure
- You’ve been on the platform for 6+ months without a rate review
A Final Word from Nataliia
Look, I know this feels like a lot. Commission rates, hidden fees, menu optimization, negotiation scripts — it’s enough to make you want to throw your hands up and just keep doing what you’ve always done. But here’s the thing I’ve learned after helping hundreds of small business owners just like you: the ones who take control of their delivery strategy don’t just survive — they thrive.
You didn’t open your coffee shop, your salon, your pet grooming studio, or your fitness studio to become an expert in delivery platform fees. You opened it because you love what you do. You love the smell of freshly ground coffee in the morning, the sound of a satisfied customer, the feeling of building something that matters in your community.
But the platforms aren’t going to look out for your bottom line. That’s your job. And you don’t have to do it alone.
At DataLatte.pro, we help small local businesses like yours turn data into dollars. We’ll audit your delivery platforms, find the hidden fees, negotiate better rates, and optimize your menu so you keep more of what you earn. No jargon. No fluff. Just real, actionable strategies that work.
So if you’re tired of watching your hard-earned profits disappear into platform fees, let’s talk. Pour yourself a cup of something warm, and let’s figure this out together.
Book a free consultation — no pressure, just a friendly conversation about your business and how we can help it grow.
Related Articles
- Glovo vs Wolt Advertising: Which Delivery Platform Should Your Restaurant Prioritise?
- Multi-Platform Delivery Strategy: Manage Glovo, Wolt, and More
- How to Get More Orders on Glovo: Promotions, Visibility Boosters, and Ads Explained
- How to Grow Your Restaurant on Glovo: Marketing Tips That Work
- Wolt Promoted Placement: Is It Worth the Money for Your Restaurant?
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Nataliia
Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.
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